Last weekend, “The Super Mario Bros. Movie,” an animated-film version of the Nintendo video-game franchise, surpassed a billion dollars in worldwide ticket sales. Its première, on April 5th, was the biggest opening weekend of any animated film ever, beating out the previous record holder, Disney’s “Frozen II.” “Mario Bros.
If only it were so. “The Super Mario Bros. Movie” follows the bare outlines of the video games without bothering to fill them in. In fairness, there is a semblance of backstory: Mario and Luigi are struggling self-employed plumbers in Brooklyn. While trying to prove themselves by confronting an enormous urban flood, the brothers get sucked into the video-game world via an underground pipe.
I asked Julia Alexander, the director of strategy at the media-research firm Parrot Analytics, what turned “Mario Bros.” into a runaway megahit. She theorized that audiences might be tiring of endless Marvel-style superhero franchises and looking for something—anything—different. “The comic-book era of the mid-two-thousands is running into issues; the gaming era may be upon us at both the theatrical and small-screen level,” Alexander said. For sheer name recognition, Mario is hard to beat.
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